Detailed Marketing Analysis and Strategies for Ecotourism Australia

This report provides a comprehensive analysis of Ecotourism Australia, a prominent player in the ecotourism industry. It begins with an executive summary and an introduction to ecotourism, highlighting its role in environmental sustainability. The report offers a company summary, detailing Ecotourism Australia's mission and operations as a non-profit organization. An industry overview is provided, including the industry's economic contribution and growth projections. The micro and macro environments are examined, including key stakeholders, competitors, and external factors influencing the industry. A SWOT analysis is conducted to assess the company's strengths, weaknesses, opportunities, and threats. Market segmentation strategies are discussed, covering geographic, demographic, psychographic, and behavioral aspects of their customer base. The report then presents a positioning statement, reflecting the company's market position and competitive advantages. Product rationale and marketing mix strategies, encompassing product, price, promotion, and place, are explored in detail. The report concludes with references to support the analysis, providing a thorough examination of Ecotourism Australia's marketing approaches.

Running head: MARKETING PRINCIPLES
MARKETING PRINCIPLES
Name of the Student:
Name of the University:
Author Note:

1Marketing Principles
Executive Summary
Ecotourism is a well-known business in Australia and in this report the detail of the famous
brand Ecotourism Australia is provided. Marketing mix, SWOT analysis, overview of the
ecotourism industry and etc. are provided in detail. The strategies for utilizing opportunities
suing the 4 P’s of marketing mix is discussed in detail including the diagram of the supply
chain used in the company.

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Table of Contents
1.1 Introduction..........................................................................................................................3
1.2 Company Summary..............................................................................................................3
1.3 Industry Overview................................................................................................................3
1.4 Micro and Macro Environment............................................................................................4
1.5 SWOT analysis.....................................................................................................................5
1.6 Market Segmentation...........................................................................................................6
1.7 Positioning Statement...........................................................................................................7
1.8 Product Rationale.................................................................................................................8
1.9 Marketing Mix Strategies.....................................................................................................9
References:...............................................................................................................................13

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1.1 Introduction
Ecotourism is a type of tourism which involves pristine, fragile and most importantly
undisturbed natural areas which has often considered to be a small alternative of the standard
commercial mass tourism. However ecotourism helps in protecting the pristine environment
and natural habitats from polluted areas and destroyed forests (Ecotourism.org.au 2020).
1.2 Company Summary
Ecotourism Australia (EA) is one of an attractive part of Australia and it is a NPO as
well. This company focuses into inspiring environmental sustainability and cultural
responsibility towards tourism (Australia 2013). Almost 500+environmentally responsible
ecotourism operators are provided with certificate programs for tourism destinations and
products. There are 1,600 products and more ecotourism destinations (Ballantyne and Packer
2013).
1.3 Industry Overview
Ecotourism industry contributes more than $100 billion to Australian economy till
2014 and it is growing since then. It is predicted that it will grow by almost 1.6% annually for
next 10 years. As per ABS review this industry will provide jobs throughout the Australia for
about 1 million. Growth of Australia’s tourism industry will be provided in growth in
international visitation as yearly the number of visitors are increasing in the industry (Ban
and Ramsaran 2017). The below figure shows the increment of tourists in Australia every
year.

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Figure: growth of the business
From the annual report of Ecotourism Australia it is found that their membership is
increasing every year and in the last year almost 94% of their members were expecting the
business will grow in 2019/20 (Cobbinah et al. 2017).
1.4 Micro and Macro Environment
There is a huge lit of business members of Ecotourism Australia. Some of the popular
members are ABC Corporate Development, Australian Tourism Export Council (ATEC), CF
Global, Christmas Island Tourism Association and etc. the employees of this brand are highly
skilled customer facing staff who can handle the technologies smartly. There are some of the
competitors in the global market like World Tourism Organization, Wilderness Safaris and
etc. the internal environment of the brand is equally important for the growth of the company
like the external environment because the stakeholders, the members, the customers are the
ones who lays the main role in growth (Dehoorne and Tătar 2013). The membership of the
brand is seen to be increasing and with that the expectations form this brand is also
increasing. Attracting customers are done through advertisement for which the IT channels
are followed like the social media, radio, television and etc. The reason behind choosing this

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channel is because maximum of the customers are now familiar with IT channels so it will be
easier to connect with customers.
There are basically a lot of external factors which impacts the growth of ecotourism
industry. It is found that the price of ecotourism relies upon the external factors because it is
believed that external factors enhances the beauty of any ecotourism place. The economic
condition of Australia as well their Political aspects are always in support of this brand and
this has contributed in the growth of this brand. The popularity has spread all over the world
and that is the main reason why each year the number of visitors for this company is
constantly increasing (Dwyer and Edwards 2013). The main purpose of this company has
always been to maintain their connection with the external factors to positively impact the
growth of the business because this brand contributes a lot towards CSR activities.
1.5 SWOT analysis
STRENGTHS
 Less pollution
 Good connectivity
 Strategic location
 Undisturbed environment
 Won a lot of award for sustainable
environment
 Worldwide people visits this place
on an average of once in every year
WEAKNESSES
 Road connectivity
 Hotels are still underdeveloped
 Pandemic situation can harm the
growth of the environment and their
earning as well.
OPPORTUNITIES
 Good economic potential
 IT is used for promoting tourism all
THREATS
 There are many competitors in
global market

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around the world  Pollution around the tourist spot
 Guides are too costly
As noticed that there are so many strengths of this brand compared to weaknesses and
threats. However, the weaknesses and threats cannot be overseen as they affect the growth of
the market as well the market size (Er and Simon 2015). Continuous growth and evolution is
the key to sustain the position in market no matter under which industry. Ecotourism
Australia must look into the matter of improving their strengths and opportunities along with
reducing their weaknesses as threats cannot be reduced because every business contains some
related threat (Fennell 2014).
1.6 Market Segmentation
Market segmentation can be explained as interlink between unsustainable tourism
activities and sustainable tourism (Ivanov and Ivanova 2013, October). It can be stated that
the market segment is quite similar for all tourism companies around the globe.
GEOGRAPHIC
The customers of this company are spread
all around the globe and it is quite easier to
attract them through different channels of
media because customers are the ones who
are contributing the most to the growth of
the company. The aim of the company must
be to locate themselves in such a place
where customers from all around the world
can visit them easily.
DEMOGRAPHIC
Ecotourism is available to entertain each
and every age group people. This provides a
feeling of amazing holiday and a break from
the busy world. This segment provides the
company to make decisions regarding their
evolution of any service according to the
tasty of their customers.

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PSYCHOGRAPHIC
Here the company utilizes the current trend
in the market because it helps them to
understand what their customer wants and
how. When the demand of the customers are
fulfilled properly then the customer base
increases and customer’s trust over them
also increases. When customers are attracted
with their supply of product and services,
there will be more customer retention
(Mobaraki, Abdollahzadeh and Kamelifar
2014).
BEHAVIORAL
Here the relation of the customer and
company is defined. The growth of the
customer base reflects the strong
relationship. The main criteria here are the
occasion, benefits, and user status and usage
rate. Ecotourism is a place where people
from all status can visit and get the benefit.
The usage rate is increasing, and different
occasion group are allowed to visit this
place. People mainly visit here to escape
from the polluted and full of noise world
and spent some quality time with nature.
1.7 Positioning Statement
Positioning statement of the report can be said to be at a better position than the
competitors because the number of visitors for this brand is increasing tremendously and they
are looking forward to improve their performance in 2020 and cross almost $140 billion
earning from visitors (Moscardo 2013).

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Figure: market position of Ecotourism Australia
Compared to the competitor’s position of this brand in different countries, from the
number of visitors it can be judged that even after having so many competitors in the global
market, this brand is still managing to sustain their position in the competitive market and
retain customer’s trust (Nugroho et al. 2016).
1.8 Product Rationale
Ecotourism must consists of those products and services which can attract more
customers and always stay ahead from the competitors (Rosmawarni, Djatna and
Nurhadryani 2013). Ecotourism Australia have evolved themselves a lot which reflects that
their customer base is huge. However, as per the market demand this brand can focus into
improving their additional services like picking customers from airport, providing they free
food and beverage, the hotel area can be improved and cleanliness can be maintained more
properly (Riasi and Pourmiri 2015). Taking idea from competitors like improving their
services for hotels, and more greenery around the location can contribute in the growth.

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1.9 Marketing Mix Strategies
There are four divisions under the marketing mix and the company have to keep in
mind of all the divisions when they are planning for any marketing strategy. They are
explained below in detail:
 Product mix: the product mix of ecotourism brand contains some specific
characteristics like below:
o Services offered: the services offered by ecotourism industry are scuba diving,
gliding, zip lining and etc. however, this company also offers some exclusive
services as well like gift shops in agritourism section. The shops may offer
natural jelly, jams, fruits and etc. This brand is open for business with natural
products to attract more customers and earn more revenue. Other facilities like
lodging, easy transaction and souvenirs are also provided.
o Timing: timing of this place can vary depending upon the holidays and
seasons like there are two types of season, one is high when visitors are more
and other is low when visitors are less.
o Packaging: packaging of some amenities like the food service, lodging and
transportation. Different operators in this company offers different types of
package experiences to their customers.
o Service quality: the service provided to the customers are very friendly and
excellent as per customers.
o Image: it is important to hold a good reputation in the market then only the
business of ecotourism will flourish and customers will be attracted. Activity
type like cultural tourism, high adventure, agritourism and specific experience
like relaxation, thrill and solitude enhances the goodwill of the company. The
goodwill however depends upon the quality of all the services.

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o Liability: a general liability concern of the ecotourism owners is that the
ecotourism venture. There are three types of entrants stated by this company
and they are invitees, trespassers and licensees. Landowners of this company
have initiated investing in liability insurance so that their liability is minimized
to some extent and following the state regulations, these associated risks can
be removed (Wilson, Sagewan-Alli and Calatayud 2014).
o Research: research should be done by the company to know about any current
market trend and try to apply them in their environment.
 Price mix: pricing should be carefully so that it does not affect the customer’s
preference and also help the company to earn profit. This company adopts smart
pricing strategy keeping in mind the demand of their product, competition in market,
seasonality, profit margin, customers and flow of service consumption. Price
skimming is generally used in ecotourism industries. This opens up new opportunities
for the company to introduce any new product or service to the customers and also
make commendable profit from it. Penetration pricing is also adopted at times when
the company is trying to introduce any new product or service into the market at a
lower price to attract customers and gain a competitive advantage to sustain the
position in the market. Majority of the times this company have succeeded in
introducing product with a profit however, there were some products which was to
that successful and it gained losses form the market. Then the products were removed
from the market.
 Promotion mix: promotion is carefully handled by this company so that it reaches to
maximum customer all around the world and attract more and more customers.
o Brands: a specific logo is used by Ecotourism Australia so that customers can
distinguish them from other brands and the color in the logo and symbol

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promotes the product and services of this company. So that if any customer
just looks into the logo then they can understand what this brand is promoting.
There are some certifications as well achieved by this company and
ecotourism award also helps the company to get brand endorsement.
o Advertising: it is a paid promotion and it involves consideration of where,
when and how to promote the opportunities. Ecotourism Australia have
utilized the opportunities of different channels to promote themselves and
reach maximum customers for their promotion and branding.
o Personal selling: this technique allows the owners to interact with Eco tourist
consumers and with the distribution channel so that a good relationship can be
brought and it will also help the owners to understand the actual and current
demand of the customers to improve their services according to them.
o Public relations: business can only flourish when there are enough customers
for consuming the services. For this good relation with customers is important.
This company emphasizes a lot in improving the relationship with the
customers to improve their marketing condition and the business growth to
attain competitive advantage.
o Social media: social media has been in a perfect communication channel and
this company have initiated their advertisement and promotion through this
media because within seconds it is possible for this company to reach
thousands and thousands of people. This channel of promotion is faster than
any other media.
 Place mix: getting information and about ecotourism operation and accessing the
opportunities comes under placement mix. Distribution channel is chosen in this
section where the main objective is to increase sales, reduce cost, earn more profit and

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then analyze the possible outcomes to identify different distribution channels and
choose one of the best distribution channel. Geographic area is also a matter of
concern for this company as marketing strategies needs to be distributed beyond the
area and hence this company utilized different operators who takes care of different
service package to provide a consistent high quality service to the customers (Xu et al.
2017).
Figure: Supply channel of Ecotourism Australia
As per the above figure it can be clearly stated that his company utilizes the low
carbon operations as supply chain. This supply chain is generally utilized in ecotourism
industry to initiate sustainable growth of the business.

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References:
Australia, E., 2013. Welcome to Ecotourism Australia. Retrieved July, 15, p.2013.
Ballantyne, R. and Packer, J., 2013. International handbook on ecotourism. Edward Elgar
Publishing.
Ban, J. and Ramsaran, R.R., 2017. An exploratory examination of service quality attributes in
the ecotourism industry. Journal of Travel & Tourism Marketing, 34(1), pp.132-148.
Cobbinah, P.B., Amenuvor, D., Black, R. and Peprah, C., 2017. Ecotourism in the Kakum
Conservation Area, Ghana: Local politics, practice and outcome. Journal of outdoor
recreation and tourism, 20, pp.34-44.
Dehoorne, O. and Tătar, C., 2013. Ecotourism development strategies for Caribbean tourism
destinations. Tourismos: An international multidisciplinary journal of tourism, 8(1), pp.283-
299.
Dwyer, L. and Edwards, D., 2013. Ecotourism and the triple bottom line. In International
handbook on ecotourism. Edward Elgar Publishing.
Ecotourism.org.au, 2020. [online] Ecotourism.org.au. Available at:
<https://www.ecotourism.org.au/assets/About-Us/Ecotourism-Australia-2018-19-Annual-
Report.pdf> [Accessed 20 April 2020].
Ecotourism.org.au, 2020. About Ecotourism Australia » Ecotourism Australia. [online]
Ecotourism.org.au. Available at: <https://www.ecotourism.org.au/about/> [Accessed 20 April
2020].
Er, A.C. and Simon, S., 2015. Marketing mix of ecotourism product in Kuching, Sarawak,
Malaysia. Mediterranean Journal of Social Sciences, 6(4), p.39.
Fennell, D.A., 2014. Ecotourism. Routledge.

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Ivanov, S.H. and Ivanova, M.G., 2013, October. Mass ecotourism vs. Eco mass tourism. In
Proceedings of the Sixth Black Sea Tourism Forum, 02nd-04th October (pp. 78-90).
Mobaraki, O., Abdollahzadeh, M. and Kamelifar, Z., 2014. Site suitability evaluation for
ecotourism using GIS and AHP: a case study of Isfahan Townships, Iran. Management
Science Letters, 4(8), pp.1893-1898.
Moscardo, G., 2013. The role and management of non-captive wildlife in ecotourism. In
International handbook on ecotourism. Edward Elgar Publishing.
Nugroho, I., Pramukanto, F.H., Negara, P.D., Purnomowati, W. and Wulandari, W., 2016.
Promoting the rural development through the ecotourism activities in Indonesia. American
Journal of Tourism Management, 5(1), pp.9-18.
Riasi, A. and Pourmiri, S., 2015. Effects of online marketing on Iranian ecotourism industry:
Economic, sociological, and cultural aspects. Management Science Letters, 5(10), pp.915-
926.
Rosmawarni, N., Djatna, T. and Nurhadryani, Y., 2013. A mobile ecotourism
recommendations system using cars-context aware approaches. Telkomnika, 11(4), p.845.
Wilson, S., Sagewan-Alli, I. and Calatayud, A., 2014. The ecotourism Industry in the
Caribbean. Inter-American Development Bank.
Xu, S., Mingzhu, L., Bu, N. and Pan, S., 2017. Regulatory frameworks for ecotourism: An
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pp.321-330.